When launching a successful public relations program, messaging and strategy might be the most important components. And while our industry colleagues might be quick to jump into the tactics and activities of corporate communications, we highly recommend starting with a solid foundation.
There’s a quote famously attributed to Abe Lincoln: "Give me six hours to chop down a tree, and I will spend the first four sharpening the axe.” The morale is the importance of preparation. And we couldn’t agree more!
We’ve uniquely developed our five-step process as a launch strategy for any public relations, corporate communications, or content marketing program. You are welcome to invest in the entire package at a discounted rate or purchase the individual elements at full price. For best results, we recommend taking advantage of all five.
This unique, documented proven process sets a solid foundation for your company's PR strategy and messaging. Each of these five steps builds on the previous one, so as we complete each step, we'll present it to you for input and approval. Once we have the necessary feedback and approval, we’ll continue to the next step.
Using our unique, documented, and proven processes, training, and certifications, Axia will provide:
Like a bullseye, your message must be on target to reach your critical audiences. During our Strategic Insights process, we'll identify unique insights from your brand, three to five competitors, and target buyer analysis. Armed with industry interviews and data from Forrester, Gallup, Gartner, McKinsey, etc., we'll identify the unique issues and concerns that your buyers face. We'll compare those findings to where your competitors' messages land to identify the messaging gaps and opportunities. Ultimately, we'll score those messages and adjust them closer to the buyer's real needs (the true target) so that your revised messaging lands right on the target. This creates an actionable strategy that breaks through the clutter and impacts the marketplace. $5,000/one-time
Once we know your critical audience's needs, we'll apply our seven-part storytelling framework to develop a custom, clear, compelling, audience-focused, and empathetic message that maximizes your brand’s connection with your critical audience(s). We begin the process by analyzing your consumers and developing a buyer persona. Then we take this persona through a story that ends with them purchasing your products or services. This works by establishing a problem your persona needs to solve, guiding them to a solution, giving them steps to solve the issue, calling them to do an action, reminding them what they would miss without the product or service, and ultimately leading them to successfully purchase your products or services. $5,000/one-time
From there, now that we all better understand your audience and know what messages resonate with them, we'll develop and present creative ideas to generate awareness. We've studied, borrowed from, and improved on the best brainstorming practices of some of the world's most innovative companies, including Apple, Disney, Lucas Films, Marvel, and Pixar. When we're done, we present approximately five to 20 ideas to you and your team as slides during a live conversation. Some of these ideas you'll love. Some might frighten you. Ultimately, we'll identify recommended ideas that you can implement, we can implement, or we'll find the organization(s) that can if you desire to hire us to explore it. $5,000/one-time
From there, once we have these three elements, we'll develop a 12-month custom strategic plan with critical audiences, specific, measurable, attainable, realistic, timely, ethical, and recorded (SMARTER) objectives, key messages, content and activity calendars, key performance indicators, and a quarterly evaluation framework. $9,500/one-time
In the final stage of this engagement, we'll provide news interview media training for one to two expert/company spokesperson(s). These individuals will receive a certification that they have completed a first-class media training program. This unique certification helps your spokesperson stand out from others and gives the media the confidence that they'll give a successful interview. We'll quote rates for additional participants by the number of attendees. $5,000/one-time
Timing: Since we present each of these in stages to allow for your input and adjustments and each stage builds from the previous one, we estimate about 30 to 60 days to complete this engagement, depending on your availability as the client and our agency team's prior commitments.
Investment: $20K/one-time pre-paid